The creative director of Jo Malone Fragrance travelled to Madagascar to find inspiration for a new perfume, Cologne Intense Vetiver & Golden Vanilla.
- In order to convey the inspiration of perfume, the brand requested KOLs to tell a story or describe a scene that conveys a sense of loneliness combined with freedom. Each post mentions phrases such as “Vetiver” and “lonely”.
- Photos were posted by more than 200 female KOLs including @周小仙yoo and @认真少女_颜九 who were dressed in warm-toned clothing with photos shot in open scenes.
- All KOL posts included a link to purchase the new product at Jo Malone’s Tmall official shop.
- The campaign has tracked more than 190M impressions on Weibo via #寻香挚意#.